Rice Studios’ identity for Rooster strips the Vietnamese ‘anti-craft beer’ of American stereotypes

With the unofficial title of the ‘anti-craft beer, craft beer’, Rooster Beers have taken it on themselves to strip away the pretension and niche of existing craft beer brands with a fresh approachable identity that celebrates the classic beer brands of yesteryear. Ho Chi Minh City-based design studio Rice Studios was approached by the Vietnamese craft beer company, formally ‘Phat Rooster Ales’, with the intention to make a craft beer appropriate to the Vietnamese market rather than the current aesthetic convention brought over by American craft beer. This focus on locality and community came at a time when craft beer has begun to thrive in Vietnam, competing only with large conglomerate brands whilst others battled against expat-friendly artisanal imports. Rice Creative’s identity references these larger brands, with recognisably classic styling, but is far from unexciting; with striking colours and great attention to typographic detail. With Rooster Beers creating its own place in the market as a more accessible craft beer, the accompanying identity maintains this friendly, approachable aesthetic and candid copywriting. With a keen wit, the brand voice that Rice Studios has given to Rooster Beers is charming and content.